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With the confidence of having the award-winning tennis player as a partner Roger Federer, the Swiss sportswear brand On will open a flagship store in NEW in the street Lafayette Street.
Just ten years after it started and despite the commercial hiatus caused by the pandemic On has grown significantly and at its next venue will showcase the collection of 26 styles it has created since then, including the shoe Cloudnovato appear on 2021 spring.
Driven by technology, style Minimalistic and functionality as the centerpiece of the store Magic wall, a magnificent wall of about 19 meters, designed in collaboration with the architect Andreas Bozarth Fornelland whose aim is to make the search for the ideal footwear easier.
One side of the wall is equipped with a video screen made up of numerous intelligent sensors and stain analysis technology Customers only need to take a few steps for the technology to set their exact foot size and volume.
On the other side of the wall is a full collection of shoes On in different sizes and colors, which complements the 4 square meters of the store.
According to its makers, the store’s aesthetic is inspired by a science museum, hence it has sharp lines, raw aluminum, polished steel, mirrors, concrete, pine, and fiberglass.
As a nod to its Alpine roots, the venue features a 3D-printed replica of a rock in the Engadine that customers can learn more about by holding their phones closer to the figure.
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